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Facebook Marketing 101: Do’s and Don’ts of Medicare Marketing on Facebook

April 9, 2024

In a competitive Medicare marketing landscape, no Medicare broker can overlook the power of social media to help expand their clientele.

Facebook is one of the most powerful social media platforms out there but with the development of Meta and the connection to Instagram, this powerful platform can be daunting. Where to start? Find out here.

The Power of Facebook Marketing

Facebook is one of the most popular social media platforms, with up to 3 billion or more monthly active users. It offers a wide range of tools and features that enable businesses to target specific audiences and promote their products or services effectively.

When it comes to Medicare sales, Facebook marketing can be a game-changer. Here’s what you need to do to make the most out of Facebook when marketing Medicare Advantage or prescription drugs.

Do's: Facebook Medicare Marketing Tips for Insurance Agents

Do’s: Facebook Medicare Marketing Tips for Insurance Agents

Medicare agents can use Facebook to enhance marketing efforts and use Facebook ads to promote their businesses. The many features of the platform make it a game-changer for marketing strategies.

Getting Underway After You Create a Facebook Business Page

Facebook offers posts, check-ins, events, photos, videos and reels as free ways to promote your business. With marketing budget, you can also create ads that are compliant to Medicare communications and marketing guidelines. Here are some ideas:

Educational Content:

Use Facebook to create and promote educational content about Medicare plans, coverage options, enrollment periods, and eligibility criteria. Facebook is a great platform to do just that.

Promotion of Educational Events:

Advertise and promote educational events such as seminars, webinars, workshops, or informational sessions related to Medicare. Facebook even has a live feature and events that would be great for educational purposes. Be sure to set up these events in advance and use the check-in feature when you get there.

Lead Generation:

As a social media platform, Facebook is a digital marketing boon that can help with lead generation campaigns to capture contact information from individuals interested in learning more about Medicare plans or seeking assistance with enrollment.

Call-to-Action for Consultation:

An active page grows trust and Facebook posts can include a call-to-action in their ads inviting individuals to schedule a consultation or request more information about Medicare plans so agents can gain permission to contact.

Highlighting Special Enrollment Periods:

Facebook posts or reels can inform users about special enrollment periods, such as those related to life events, and encourage them to explore their Medicare coverage options.

Informational Videos:

Post informational videos explaining various aspects of Medicare coverage, benefits, and enrollment processes. Facebook loves informative, relevant videos and the analytics features can help you understand which posts and actions get the best distribution.

Targeted Ad Campaigns:

If you have a marketing budget, you can use Facebook’s targeting options to reach specific demographics, such as individuals approaching Medicare eligibility age or those interested in healthcare-related topics. A/B testing for Ads is available.

Post boosting can also help you gain traction for your page and your business. And be sure to check the excellent analytics that Facebook offers to keep track of your progress.

Create Engaging Content:

One of the keys to successful Facebook marketing is creating engaging content that captivates your audience.

Whether it’s informative blog posts, helpful videos, or compelling images, or encouraging reels make sure your content is valuable, relevant, and visually appealing. This will not only attract attention but also establish you as an authoritative and trustworthy source in the Medicare industry.

Engage with Your Audience:

Facebook is a social platform, so it’s essential to engage with your audience and build relationships.

Respond to comments and messages promptly. Even if a comment is negative, that doesn’t necessarily mean you have lost a customer.

Encourage discussions and ask questions to encourage interactions. By actively engaging with your audience, you can establish trust, credibility, and loyalty, which can ultimately lead to more sales.

Don'ts: What to Avoid in Facebook Marketing For Medicare Sales

Don’ts: What to Avoid in Facebook Marketing For Medicare Sales

Navigating both Medicare guidelines and Facebook policies can be complicated. Be sure to read and understand all policies before you begin. In the meantime here are some potential pitfalls.

Don’t Break the Marketing Rules With Your Digital Marketing

While there are many things you can do to succeed in Facebook marketing for Medicare sales, there are also some things you should avoid. Here are the don’ts of Medicare Facebook marketing:

Misleading Claims:

Refrain from making misleading or false claims about Medicare plans, coverage options, benefits, or eligibility requirements to potential clients.

Deceptive Practices:

Do not engage in deceptive practices such as using bait-and-switch tactics, false promises, or misleading information to attract users’ attention.

Inappropriate Content:

Agents should avoid using inappropriate or offensive language, images, or videos in their ads, including content that promotes discrimination, violence, or illegal activities.

Non-Relevant Posting: 

Relevance is key, not only will your customers know it if you go to far afield but the platform will know it too, leading to negative feedback that can impact your progress in a negative way.

Unauthorized Use of Personal Data:

Do not collect or use personal data from Facebook users without their explicit consent or in violation of Facebook’s data use policies.

Unapproved Products or Services:

Do not advertise Medicare-related products or services that have not been approved by relevant regulatory authorities or that violate Facebook’s advertising policies.

Non-Compliant Advertising Practices:

Ensure that your advertising practices comply with both Medicare guidelines and Facebook’s advertising policies, including rules related to privacy, data use, and marketing regulations.

Targeting Sensitive Categories:

Avoid targeting sensitive categories such as health conditions, financial status, or other personal characteristics in a way that may be perceived as discriminatory or invasive.

Violations of Intellectual Property:

Do not infringe upon the intellectual property rights of others, including using copyrighted material or trademarks without proper authorization. Be sure you have the rights to any photos or videos that you use on your page.

Non-Compliance with Facebook Guidelines:

Familiarize yourself with Facebook’s advertising guidelines and community policies. Find out how to get help or technical support in case there you have a question or run into a problem.

Don’t Overwhelm the Audience:

Remember that for every post or interaction, there can be notifications. Learn how to use Facebook’s scheduling feature to ensure regular posting without overwhelming yourself with work or your customers with notifications.

While it’s essential to stay active and engage with your audience, be mindful not to overwhelm them with excessive posts or ads. Bombarding your audience with too much content can lead to fatigue and disengagement. Instead, focus on quality over quantity and provide valuable information that genuinely benefits your audience.

Use Facebook Ads and Posts for Medicare Leads and to Gain Permission to Contact

Use Facebook Ads and Posts for Medicare Leads and to Gain Permission to Contact

We’re here for for, and we want your business to grow – Please reach out if you have questions or you need support in your marketing initiatives. Social media is a great way to do so and is often less expensive than marketing materials and sometimes even free.

By understanding what is allowed and what to avoid in Facebook marketing for Medicare sales, you can create effective campaigns that resonate with your target audience and deliver results. Remember to stay compliant with Facebook’s advertising policies, create engaging content, leverage Facebook Ads, engage with your audience, and monitor and optimize your campaigns.

By following these best practices, you can maximize the potential of Facebook marketing for your Medicare sales efforts. Feel free to reach out if we can answer any of your questions or to get started on an affordable strategy for your business. We offer all the tools you need for your business to succeed!

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The marketing advice offered in this article has not been reviewed or approved by the Centers for Medicare & Medicaid Services (CMS). Readers are advised to consult with appropriate legal and compliance professionals to ensure alignment with regulatory guidelines. The content is intended for informational purposes only and should not be considered as official CMS guidance.

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